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The Secret to Selling With Only a Single Sentence
If you recognize the saying “Don’t sell the steak, sell the sizzle,” then you’ve had an introduction to Elmer Wheeler.
A master salesman and pioneer of persuasion who rose to prominence in the 1930s, Wheeler came up with the seven-word phrase to explain the importance of demonstrating benefits in selling situations, instead of describing details and facts.
What made Wheeler extraordinary was his ability to step into corporations and stores, study their operations, and then construct single sentences that caused sales to soar. He claimed to have used 105,000 sentences on 36 million consumers to determine which specific words produced the best results.
For example, when Barbasol hired Wheeler to increase shaving cream sales, he tested 141 sentences on potential customers before selecting “How would you like to cut your shaving time in half?”
The result?
Sales jumped 300%.
When Texaco’s management team wanted to increase revenue, they sought out Wheeler to come up with a replacement for the typical “Check your oil today?” question that station attendants asked customers who stopped for gas.
Wheeler was paid $5,000 (obviously, a huge sum in the 1930s) for the following nine-word inquiry: “Is your oil at the proper level today, sir?”
During the next week, Texaco’s filling-station men found themselves under 250,000 vehicle hoods.
Wheeler proved if you ask the right question, you’ll get the sales you want. The foundation for his word magic came from countless hours of observation and common sense, which eventually led him to create his five “Wheelerpoints.”
Wheelerpoint #1: Don’t sell the steak, sell the sizzle!
Tom’s translation: Your prospects don’t care about your actual product or service — only the benefits it provides.
Wheelerpoint #2: Don’t write — telegraph.
Tom’s translation: You only have a few seconds to grab your prospect’s attention, so be concise and use your words wisely.
Wheelerpoint #3: Say it with flowers.
Tom’s translation: Demonstrate your product or service by using words that create mental images in your prospects’ minds — and back up your claims with proof.
Wheelerpoint #4: Don’t ask if — ask which!
Tom’s translation: Always offer prospects a choice between something and something — not something and nothing.
Wheelerpoint #5: Watch your bark!
Tom’s translation: The presentation of your message is just as important as the words you write, so keep your copy conversational and engage your prospects.
In 1947, Elmer Wheeler presented his five “Wheelerpoints” in “Man to Man,” a 24-minute training film for gun dealers about salesmanship and psychology. You can check out the classic footage here: http://www.archive.org/details/MantoMan1947. (When you watch the film, you’ll see how Wheeler’s selling principles apply to any industry.)
An Overlooked Way to Grab Media Attention and Become an Industry Expert
16. February 2010
Over the weekend, I was lurking around LinkedIn and came across a discussion in a local business owners group.
A business development manager wanted ideas on how to get customers for his start-up. He stated, “Companies do not want to talk to you unless you have established a customer base … even though we have services that are needed and great staff.”
The way his statement was phrased I couldn’t help but wonder if he would have an easier time attracting customers if his attention was on his prospects. Statements such as “established a customer base,” “services that are needed” and “great staff” are dead giveaways that his focus is on his company.
From a marketing perspective, these traits do little to set you apart from your competition. “Services that are needed” and a “great staff” are especially common claims any company can make.
But by focusing attention on delivering value and educating prospects, you can provide proof for these types of claims — even if you own a start-up. Furthermore, by demonstrating and distributing knowledge that addresses prospect problems, you meet people’s desire for information without human interaction.
One overlooked marketing piece that gives you a perfect opportunity to share knowledge is a press release. Now, you may believe press releases are only for corporate giants. Worse yet, you might be hesitant to write a press release because you believe you have nothing newsworthy to announce.
Get over these misconceptions immediately!
Prior to pursuing my business full-time at the end of 2004, I worked as an editor and newsroom supervisor at a newswire for nearly 6 years. I’ve edited and distributed thousands of press releases — and many were not-so-cleverly disguised pitches from companies hoping to land a feature article or segment on the news.
Although features are always a possibility, here’s a little-known secret that will increase your chances of appearing in the media as an expert:
Make yourself known as someone who shares knowledge.
Simply pay attention to writers/editors who cover topics related to your industry and volunteer yourself as a source. You can do this by contacting them or regularly sending out press releases that describe tips or strategies you can offer to their audiences.
Here’s an example of press release I recently sent out to volunteer myself as a source (feel free to use it as a template for your own press releases): http://www.writewaysolutions.com/pdf/tompr4.pdf.
As someone who regularly writes for publications, I promise you developing article ideas is effortless when compared to tracking down qualified sources who can provide valuable insight.
If you want daily opportunities for free publicity as a media source, you’ll want to check out Help A Reporter Out (HARO).
Free Workshop for Business Owners and Professionals: How to Slash Your Marketing Budget and Put More Profit in Your Pocket
8. February 2010
During this FREE workshop by Tom Trush, direct-response copywriter and marketing strategist, you’ll learn how to harness the true power of the Internet for your business and discover …
- 4 online resources you can use to uncover your prospects’ strongest desires about your product or service — and how these discoveries can help you quickly write irresistible copy.
- An often-ignored persuasion trick you can use on complete strangers to convince them to surrender their e-mail addresses so you can send them messages that promote your products or services.
- A surprisingly simple, low-cost way to capture buying customers fast using any website (beginning today) … even if it’s not attracting a lot of traffic.
- The 2 most powerful words you can use in your marketing copy during a recession. (You’re making a major mistake if you think “free” is one of the words.)
- How you can use e-mail to average at least $45 for every marketing dollar you spend.
- And much more, including answers to your questions.
DATE: Saturday, Feb. 27, from 10 - 11:30 a.m.
LOCATION: Burton Barr Central Library, Pulliam Auditorium (1st Floor), 1221 N. Central Ave., Phoenix
Reserve your spot today at http://www.tomtrush.com.
*** All registered attendees will receive Tom’s newest audio program, The Anatomy of a Profitable E-mail Campaign: How to Quickly Write Irresistible Marketing Messages. ***
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An Infomercial Selling Secret You Must Use in Your Marketing Materials
2. February 2010
There’s no denying the selling power of infomercials.
The direct response and infomercial industry is a growing $150 billion market. If you watch television, you’ve likely been lured in by a late-night pitch for something you never wanted but now can’t imagine living without.
Although several persuasive elements make infomercials effective, there’s one selling secret that puts these promotional pieces in a league of their own when it comes to capturing eyeballs.
Demonstrations.
What makes demonstrations so powerful is they allow your prospects to experience your product or service before buying it.
When you watch infomercials, many times your mind will place you in the middle of the scene. You’ll instinctively create a mental movie that mimics the behavior of the people you’re observing. (For the reason why, see my explanation about mirror neurons.)
And, because you’re carrying out the actions (in your mind) and coming to conclusions yourself, any credible claim in the infomercial becomes more believable.
When it comes to marketing your business, products are naturally easier to demonstrate than services because you can physically see them. You can demonstrate in videos, display capabilities in illustrations or simply show your product in pictures.
But don’t think you’re out of luck if your business is based on a service offering. You can still draw on the strength of demonstrations.
In fact, you have greater freedom because you become the artist of your prospects’ mental masterpiece. Through the words you write, you can help them envision your service in action by describing desired end results.
In effect, you give your prospects a glimpse into the future.
Begin by brainstorming ways your service improves their lives. And, keep in mind, prospects never want a product or service — they only desire the benefits it provides.
One of the most persuasive terms you can use in copywriting is “imagine.” Readers automatically visualize whatever words you place after this almost magical command statement.
For example, let’s say you’re a lawyer and you target drivers who recently received a traffic ticket. Here’s an “imagine” statement that incorporates end results:
Imagine how you’d feel if your ticket was dismissed without having a permanent conviction on your driving record, getting points on your license or increasing your insurance rates … and you could experience these benefits without stepping foot step inside a courtroom or even a lawyer’s office.
If you just received a ticket, isn’t that the outcome you’d desire?
Although there’s no actual mention of providing legal help, the statement demonstrates your capabilities while also allowing prospects to experience your service before buying it.
What My 4-Year-Old Daughter Taught Me About Writing Persuasive Copy
19. January 2010
If you’re a parent and your kids still live at home, you likely use a powerful copywriting technique every day that you can apply to your marketing materials.
This strategy is simple because all you need to do is respond to a one-word question …
“Why?”
Mary, my 4-year-old copywriter-in-training, frequently emphasizes the importance of answering this inquiry in any marketing piece. Give her a command, and I can usually predict her response with amazing accuracy …
“Why?”
Respond to a question in a way my daughter doesn’t want to hear, and the reply is the same …
“Why?”
I bet this three-letter word is an over-used term in your child’s vocabulary as well.
Regardless of your industry, your prospects think just like your kids. In fact, you may want to consider imagining them as children (that may not be a stretch for some of you) because they often ask the same question. The only difference is most prospects do it mentally — often without realizing it.
Persuasive marketing materials offer compelling reasons that target objections. Here is a checklist to help you answer your prospects’ most common “why” questions:
- Why is your prospect the best person for your product or service? (Why are you targeting them?)
- Why are you the most qualified person to provide your product or service?
- Why is your offer for your product or service beneficial for your prospect?
- Why is now the best time to buy your product or service? (What will your prospects miss by waiting or never buying?)
- Why is your fee a reasonable amount (or, even better, a bargain) for your product or service?
Although you’ve now answered your prospects’ “why” questions, your work isn’t done yet. There’s still another subconscious question you can’t afford to ignore.
4. March 2010
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